電子書籍詳細

電子書籍詳細


洋書 kinoppy

高等教育におけるブランディングを理解する

Understanding Branding in Higher Education : Marketing Identities . 1st ed. 2018

(Marketing and Communication in Higher Education)

Lowrie, Anthony

Palgrave Macmillan 2017/10
XVII, 188 p. 4 illus., 2 illus. in color.
出版国: US
ISBN: 9781137560704
eISBN: 9781137560711
KNPID: EY00217490
販売価格 : BookWeb Pro特別価格

価格はログインすると表示されます。
為替レートの変動や出版社の都合によって、価格が変動する場合がございます。
ファイルフォーマット:   
ファイルサイズ:
デバイス:

ご購入を希望される方は、
下のリンクをクリックしてください。

Full Description

This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college. 

Table of Contents

Chapter 1: Introduction


Chapter 2: The desire for relevance

Chapter 3: The conceptualization of relevance

Chapter 4: What’s in a brand name?

Chapter 5: The shattered brand fantasy

Chapter 6: The death rattle of the liberal arts

Chapter 7: A long day’s journey into liberal arts pedagogy

Chapter 8: Concluding remarks